“Video      Marketing                    101”             Yelena Kadeykina            @MassChallenge           September 6...
Personal intro•  Serial entrepreneur•  Specialty: online marketing/video marketing and   business development•  MIT Sloan ...
Why video? ©Yelena	  Kadeykina	  
Video is powerful•  Online video more than doubled from 2010 to 2011•  On YouTube alone over two billion videos are   view...
 What makes video so powerful?             	                                         5	              ©Yelena	  Kadeykina	  
Video is a unique social medium   and the “most” social of all•    Reveals your passion•    Shows that you are genuine•   ...
Video	  tells	  a	  story	  and	  shows	                 emo7ons…	                    	                                   ...
Humor!                    8	  ©Yelena Kadeykina
Surprise!                    9	  ©Yelena Kadeykina
How you define video marketingIt generally falls into one of two camps, both of which are valid  but beg definitions, diff...
4 Steps to video marketing         www.linkedin.com/in/yelenakadeykina                	               Publish             ...
I	  need	  a	  ton	  of	  resources	  to	  get	  started…	                         ©Yelena	  Kadeykina	  
What Do You Need to Get Started?             Housekeeping Notes              There ARE options                      ©Yelen...
What cameras to get• Don t overspend: $100-200 range, get	  	  	  something what is easy-to-use and allows	          an ea...
Content is king• Video is for you audience. Make it	  	  	  interesting. Don t sell. Educate	  • Don’t try to please every...
What is a call-to-action (CTA)                                 Words that urge the                                  reader...
Call-to-action (CTA) best practices•  Action oriented    •  Start with a verb, tell them       what to do•  Positive    • ...
7 Basic tips to shoot video• Take a camera and hold still at	  	  	  	   least for 10 seconds         or use tripod• Be cl...
What types of videos to create?            ©Yelena Kadeykina
Brand awareness•  How-to•  Team videos•  Testimonials•  Interview                                      Testimonials       ...
Lead generation•    Webinars/Presentations•    Events•    Email•    Product demonstration•    Client testimonials         ...
Sales empowerment•  Case study•  Product demonstration•  Customer testimonials                          Reduced marketing ...
Where people find your videos     •  Public platforms where users can        upload their videos (YouTube,        Facebook...
Publish: Posting vs. Hosting                                      Your Video                     Posting                  ...
Hosting vs. Posting. Continued        Hosting                     Posting        •  More control over player •  Free      ...
      Video SEO: What can you influence                             Posted Videos                             Hosted Video...
Posted videos…..                                                          Link as first                                   ...
Hosted videos.. use video                                           sitemaps        <?xml	  version="1.0"	  encoding="UTF-...
One page per video (says Google)                           ©Yelena	  Kadeykina	  Source: Pixability, Inc.
How people find your videos     •  30-40% of video views:        Search queries        Google, YouTube, Bing     •  30% of...
Promote your videos•  Have a landing page video   on your Facebook page•  Post videos on YouTube•  Include videos in your ...
YouTube success recipes•  Have a lot of videos with various topics to attract   niche traffic	         	  •  Use long, key...
YouTube success recipes. Continued •  Have a link (http://…) as the first thing in the    description 	   	               ...
YouTube success recipes. Continued•  Use annotations for call-to- •  Use playlists   action•  Be active in the community  ...
Facebook success recipes•  Have a landing page video on your Facebook page	    	  •  Have a follow-up video for “new” fans...
Facebook success recipes•  Have a customized video tab•  Find influencers and those who are most likely to share   your vi...
The top 3 things successful                    video marketers do differently        1.  Produce	  way,	  way	  more	  vid...
The best marketers produce                 more videos               Number of YouTube videos350                          ...
Hosting: Videos on website                           Videos on top pages of website                    Online Video       ...
How many tags you should create                Search	  Tags	                             Average YouTube Search Tags     ...
YouTube playlists                                                                               Online Video              ...
Track, analyze, optimizeTurn	  the	  data	  on	  its	  head:	  	  •  Look	  for	  +/-­‐	  anomalies	  •  How	  does	  day/...
Pixability online video grader                                            Pixability s new Online                         ...
THANK YOU!              Q&A             Twitter: @ykadeykinaLinkedIn: www.linkedin.com/in/yelenakadeykina                ©...
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Video marketing-101-mass challenge-final-version

  1. 1. “Video Marketing 101” Yelena Kadeykina @MassChallenge September 6, 2012©Yelena Kadeykina
  2. 2. Personal intro•  Serial entrepreneur•  Specialty: online marketing/video marketing and business development•  MIT Sloan Alum•  Community work: MIT Enterprise Forum Russia & MassChallenge ©Yelena Kadeykina
  3. 3. Why video? ©Yelena  Kadeykina  
  4. 4. Video is powerful•  Online video more than doubled from 2010 to 2011•  On YouTube alone over two billion videos are viewed every day•  Having video on your website makes you 53x more likely to appear on the front page of Google search results…•  Video into your e-mail marketing increases clickthrough rates by over 96% ©Yelena  Kadeykina  
  5. 5.  What makes video so powerful?   5   ©Yelena  Kadeykina  
  6. 6. Video is a unique social medium and the “most” social of all•  Reveals your passion•  Shows that you are genuine•  Establishes your unique identity•  Explains complex things•  Helps you clone yourself•  Builds trust What elements make video so engaging? ©Yelena Kadeykina
  7. 7. Video  tells  a  story  and  shows   emo7ons…     7   ©Yelena  Kadeykina  
  8. 8. Humor! 8  ©Yelena Kadeykina
  9. 9. Surprise! 9  ©Yelena Kadeykina
  10. 10. How you define video marketingIt generally falls into one of two camps, both of which are valid but beg definitions, differentiation, and division. We’ll break these camps into two groups: “Marketing With Video” and “Marketing A Video”.   ©Yelena  Kadeykina  
  11. 11. 4 Steps to video marketing www.linkedin.com/in/yelenakadeykina   Publish   Increase ROI 
CREATE PUBLISH     PROMOTE   Engagement
 TRACK       ©Yelena  Kadeykina  
  12. 12. I  need  a  ton  of  resources  to  get  started…   ©Yelena  Kadeykina  
  13. 13. What Do You Need to Get Started? Housekeeping Notes There ARE options ©Yelena Kadeykina
  14. 14. What cameras to get• Don t overspend: $100-200 range, get      something what is easy-to-use and allows   an easy download• Good ones are: • KodakZx1 (USB and waterproof) • Samsubg HMX-20 (autofocus & optical zoom) Or read my blog for more details: http://www.pixability.com/blog farewell-flip-long-live-online-video ©Yelena Kadeykina
  15. 15. Content is king• Video is for you audience. Make it      interesting. Don t sell. Educate  • Don’t try to please everyone with one video• Don t be vague. Use specifics and real life example• Include a clear call-to-action ©Yelena Kadeykina
  16. 16. What is a call-to-action (CTA) Words that urge the reader, listener, or viewer of a marketing promotion to take an immediate action ©Yelena  Kadeykina  
  17. 17. Call-to-action (CTA) best practices•  Action oriented •  Start with a verb, tell them what to do•  Positive •  Stress the benefits to the visitor•  Clear •  Indicate exactly what action to take•  Direct •  Brief, to the point, focused ©Yelena  Kadeykina  
  18. 18. 7 Basic tips to shoot video• Take a camera and hold still at         least for 10 seconds or use tripod• Be close to a camera for best audio• Turn on all lights in the room and use daylight• Film with people facing a window• Don t zoom• Use a quite place• Be authentic ©Yelena Kadeykina
  19. 19. What types of videos to create? ©Yelena Kadeykina
  20. 20. Brand awareness•  How-to•  Team videos•  Testimonials•  Interview Testimonials ©Yelena Kadeykina
  21. 21. Lead generation•  Webinars/Presentations•  Events•  Email•  Product demonstration•  Client testimonials Over 2,000 webinar registrations ©Yelena  Kadeykina  
  22. 22. Sales empowerment•  Case study•  Product demonstration•  Customer testimonials Reduced marketing spend by 90% ©Yelena  Kadeykina  
  23. 23. Where people find your videos •  Public platforms where users can upload their videos (YouTube, Facebook, Vimeo) „  YouTube practically owns the market •  Public platforms that distribute professional content „  Dominated by TV networks (Hulu) •  Video hosting for corporate customers „  Pretty fragmented (major players are Brightcove, Kaltura) ©Yelena  Kadeykina  Source: Pixability, Inc.
  24. 24. Publish: Posting vs. Hosting Your Video Posting Hosting Public video sharing Dedicated player on your platforms siteSource: Pixability, Inc.
  25. 25. Hosting vs. Posting. Continued Hosting Posting •  More control over player •  Free •  Better analytics •  Views count for •  Higher quality YouTube SEO The most important thing - your videos are your asset! Use it as much as you can ©Yelena  Kadeykina  Source: Pixability, Inc.
  26. 26.   Video SEO: What can you influence Posted Videos Hosted Videos Public video sharing platforms Dedicated player on your site 1.  Titles, description texts, search tags, 1.  Use video playlists. sitemaps 2.  Participate in the 2.  One video per community page with plenty of text Search Engine ©Yelena  Kadeykina  Source: Pixability, Inc.
  27. 27. Posted videos….. Link as first element of description text Plus: 
 Clear call-to-action in the video itself ©Yelena  Kadeykina  Source: Pixability, Inc.
  28. 28. Hosted videos.. use video sitemaps <?xml  version="1.0"  encoding="UTF-­‐8"?>   <urlset  xmlns="hNp://www.sitemaps.org/schemas/sitemap/0.9"  xmlns:video="hNp://www.google.com/schemas/sitemap-­‐video/1.1">   <url>      <loc>hNp://www.pixability.com</loc>      <video:video>          <video:content_loc>hNp://embed.wis7a.com/deliveries/c28c42869ae2cc00674a3c630Xcba7c3c0b8d2/file.mp4</video:content_loc>   XML-based file format that tells        <video:thumbnail_loc>hNp://embed.wis7a.com/deliveries/2dc014807ea405cd774ad18046e111211542861e/file.jpg</ video:thumbnail_loc>          <video:7tle>Video  helps  you  sell  more  -­‐-­‐  Video  edi7ng  and  marke7ng  service</video:7tle>   search engines where your        <video:descrip7on>Producing  high-­‐quality  online  video  to  enhance  sales  and  marke7ng  is  now  as  easy  as  1,  2,  3.    Video  is  one  of  the  most   effec7ve  ways  to  market  your  company.  It  will  increase  traffic  to  your  site,  improve  conversion  rates  and  will  get  you  more  sales.   videos live and this file has to be Professional  video  used  to  be  expensive,  7me-­‐consuming  and  difficult  to  create.  Not  any  longer.  Pixability  makes  it  easy  and  affordable   to  produce  videos  that  you  can  use  on  your  website,  on  Youtube  or  on  social  media  sites  like  Facebook.  We  will  send  you  an  easy-­‐to-­‐ use  Flip  cam,  you  shoot  whatever  footage  you  want,  send  the  cam  back  in  the  pre-­‐addressed  envelope  that  we  provide  and  we  will  give   submitted to Google to appear in you  back  professionally  done  video,  with  music,  transi7ons,  7tles  and  your  logo.  We  will  also  help  you  publish  your  video  on  plaborms   like  Youtube  in  the  most  effec7ve  way.</video:descrip7on>          <video:publica7on_date>2010-­‐10-­‐26T21:55:10+00:00</video:publica7on_date>          <video:family_friendly>yes</video:family_friendly>   search        <video:dura7on>46</video:dura7on>          <video:tag>pixability</video:tag>          <video:tag>video  marke7ng</video:tag>          <video:tag>video  edi7ng</video:tag>          <video:tag>youtube  marke7ng</video:tag>      </video:video>   </url>   ©Yelena  Kadeykina  Source: Pixability, Inc.
  29. 29. One page per video (says Google) ©Yelena  Kadeykina  Source: Pixability, Inc.
  30. 30. How people find your videos •  30-40% of video views: Search queries Google, YouTube, Bing •  30% of views: Social sharing on Facebook, Twitter, blogs, etc. •  The rest: Discovered the video right on a website or a video platform ©Yelena  Kadeykina  Source: Pixability, Inc.
  31. 31. Promote your videos•  Have a landing page video on your Facebook page•  Post videos on YouTube•  Include videos in your LinkedIn•  Include videos in your tweets•  Put videos on your website! ©Yelena Kadeykina
  32. 32. YouTube success recipes•  Have a lot of videos with various topics to attract niche traffic    •  Use long, keyword-rich description texts and plenty of tags   ©Yelena  Kadeykina  
  33. 33. YouTube success recipes. Continued •  Have a link (http://…) as the first thing in the description     ©Yelena  Kadeykina  
  34. 34. YouTube success recipes. Continued•  Use annotations for call-to- •  Use playlists action•  Be active in the community ©Yelena  Kadeykina  
  35. 35. Facebook success recipes•  Have a landing page video on your Facebook page    •  Have a follow-up video for “new” fans ©Yelena  Kadeykina  
  36. 36. Facebook success recipes•  Have a customized video tab•  Find influencers and those who are most likely to share your videos•  Use YouTube embed code to post you videos ©Yelena  Kadeykina  
  37. 37. The top 3 things successful video marketers do differently 1.  Produce  way,  way  more  videos:   Top  marketers  publish  11x  more  videos  on   YouTube   2.  Invest  in  metadata  that  drive  SEO:   Top  marketers  use  52%  more  tags,  20%  longer   descrip7on  texts  and  585%  more  playlists   3.  Use  video  assets  on  all  channels:   Top  marketers  have  53%  more  videos  on  their   websites     Onli n anal e Video y G (emp sis resu rader   i lt 2000 rical da s + ca ta fr ses) om ©Yelena  Kadeykina  Source: Pixability, Inc.
  38. 38. The best marketers produce more videos Number of YouTube videos350 302.2300250200150100 50 25 0 Top Quartile Bottom QuartileSource: Pixability, Inc. ©Yelena  Kadeykina  
  39. 39. Hosting: Videos on website Videos on top pages of website Online Video Grader Result 18 17 16 14 12 11 10 8 6 4 2 0 Top Quartile Bottom Quartile ©Yelena  Kadeykina  Source: Pixability, Inc.
  40. 40. How many tags you should create Search  Tags   Average YouTube Search Tags Online Video Grader Result 12 11 10 8 7 6 4 2 0 Top Quartile Bottom Quartile ©Yelena  Kadeykina  Source: Pixability, Inc.
  41. 41. YouTube playlists Online Video YouTube Playlists Grader Result 6 5.1 5 4 3 2 1 0.8 0 Top Quartile Bottom Quartile ©Yelena  Kadeykina  Source: Pixability, Inc.
  42. 42. Track, analyze, optimizeTurn  the  data  on  its  head:    •  Look  for  +/-­‐  anomalies  •  How  does  day/  7me  impact  results?  •  Which  targets  perform  best?  •  What  communica7on  elements  and   channels  are  working  or  not?  •  Which  videos  convert  best?       ©Yelena  Kadeykina  
  43. 43. Pixability online video grader Pixability s new Online Video Grader automatically measures how effectively a company uses video marketing: • Use of video on company website • SEO results • Effectiveness of company YouTube channelSource: Pixability, Inc. 8  
  44. 44. THANK YOU! Q&A Twitter: @ykadeykinaLinkedIn: www.linkedin.com/in/yelenakadeykina ©Yelena Kadeykina
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